The Millstone Times February 2019

The Logic of Logos and Catchphrases The First Frosty Mug One hot day in June of 1919 in Lodi, California an entrepreneur named Roy Allen mixed up a batch of creamy root beer and sold the first frosty mug of this delightful beverage for one nickel. Now, more than seventy years later, A&W Root Beer® is the world's number one selling root beer and is still mixed fresh daily and sold at hundreds of A&W® restaurants. Allen purchased the formula for his root beer from a pharmacist in Arizona. To this day, the unique blend of herbs, pices, barks and berries remains a proprietary secret. With the success of his first root beer stand in Lodi, Allen soon opened a second stand in nearby Sacramento. It was there that what is thought to be the country's first "drive-in" featuring "tray-boys" for curb side service, opened up. In 1922 Allen took on a partner, Frank Wright, an employee from his original Lodi location. The two partners combined their initials “A" for Allen and "W" for Wright and formally named the beverage, A&W Root Beer®. Three units were opened in Sacramento, then on to other northern and central California locations and to the states of Texas and Utah. By 1933, the creamy beverage was such a success that there were over 170 franchised outlets operating in the mid-west and west. To insure uniform quality for the namesake beverage, Allen sold A&W Root Beer® concentrate exclusively to each franchise operator. DuringWorldWar II nonewrestaurantswere opened anddespite governmental sugar rationing and employee shortages most A&W® units remained successful. After the war, the number of A&W® restaurants tripled as GI loans paved the way for private enterprise to flourish. In 1950, with over 450 A&W® restaurants operating nationwide, founder Roy Allen retired and sold the business to an aggressive Nebraskan named Gene Hurtz, who formed the A&W Root Beer Company. The post war era - the rapidly recovering economy and popularity of the automobile provided the right environment for Hurtz's company to prosper. Drive-ins were becoming increasingly popular and A&W® had the privilege of being one of the few nationally established drive-in restaurant chains. By 1960 the number of A&W® restaurants had swelled to over 2000. Three years later, both A&W® and J. Hungerford Smith Company were purchased by United Fruit Company of Boston. In 1970, United Fruit was acquired by The AMK Corporation, who formed the new corporation, United Brands Company. Within this structure the A&WRoot Beer Company adopted a new trademark, changed its name to A&W International, Inc. and began the process of becoming a full-fledged restaurant and food service organization. America loved the taste of A&WRoot Beer®. So, in 1971, United Brands formed a wholly-owned subsidiary, A&W Beverages, Inc., for the purpose of making A&W Root Beer® available on the grocery shelf. First introduced in Arizona and California, the cans and bottles of A&WRoot Beer® were an instant success. Retailers nationwide were soon carrying the product. Who doesn’t like a frosty glass of root beer on a hot day!!!!!!! Logo history: 1919 - A plain glass mug was used without letters or words. The A&W name was not yet used 1921 - The letters 'A&W' appeared raised on the glass mug By Pam Teel

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1972 - Map of United States in Orange with Brown di- visions for states behind Orange & Brown oval logo 1976 - Returned to Orange & Brown oval logo on white background of 1968. Currently use this logo 1994 - Orange & Brown oval logo against a diamond with yellow, teal with the words "75 Years" and "Authentic Since 1919" 1995 - Return to Orange & Brown oval logo on white

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